How to Use Webinar Polling Data for Nurturing and Follow-Up in Eloqua

Polling questions are a great way to keep your audience engaged during a live webinar.  If you ask the right questions, polls also provide an excellent opportunity to learn more about prospects in a non-intrusive way. And, when you capture this valuable data in Eloqua, it can be used for lead scoring, nurturing, and tailored follow-up.

I’ll use ReadyTalk as an example to show you the power of using polling data in your next Eloqua webinar program …
 
Ask the Right Questions
At ReadyTalk, we conduct frequent webinars to generate and nurture leads. Two polling questions that we commonly ask during online events are:
  1. What are the biggest challenges you are facing with your webinar programs?
  2. How do you use audio and web conferencing in your business?
The first question helps us understand the prospect’s top of mind issues and pain points. We provide this data to our sales team so they can tailor their approach and have a relevant conversation with the prospect during follow-up after the live event. 
 
The second question allows us to pinpoint the use case(s) of the prospect’s organization. Are they using conferencing for lead generation webinars only? Or do they also use it for sales demos, online training, or collaborative meetings? We use this data to inform the sales team as well, but we also use it to drop prospects into different nurture tracks based on use case. Here’s how …
 
Get the Data into Eloqua
The ReadyTalk app on AppCloud allows you to instantly capture webinar attendance and interactivity data in Eloqua, including each individual’s specific responses to polling questions asked during the event. 
 
To automatically record polling responses in Eloqua:
 
1. Add the ReadyTalk Post-Event Connector to the post-event portion of your Eloqua webinar program:
 
Post-Event Workflow in Eloqua Webinar Program
 
2. Create fields on your webinar data card to house each polling question and answer:
 
Eloqua Webinar Data Card Showing Polling Fields
 
3. Set up the ReadyTalk Post-Event Connector to point to the appropriate webinar and then map each polling question and response to the appropriate field on the data card:
 
Mapping Webinar Polling Questions and Answers to Eloqua
 
 
Make the Most of Polling Data
Once you have your polling data in Eloqua, the possibilities are endless. You can do things like:
  1. Increment a prospect’s lead score based on how they answered a question
  2. Route prospects who indicated they were interested in a demo to sales for immediate follow-up
  3. Tailor messaging in the follow-up email based on the prospect’s pain point
  4. Drop prospects into different Eloqua nurture tracks depending on their response
At ReadyTalk, we segment prospects into different nurture tracks based on their response to the polling question about how they use conferencing in their business. For example, those who indicated they use conferencing for online training are placed in the “Training” program, those who selected lead generation webinars are placed in the “Marketing” program, etc. 
 
Eloqua Nurture Tracks Based on Poll Response
 
Hopefully, this post has sparked some ideas about how you can get more out of your next webinar by leveraging polling data in Eloqua!

Who Values Awesome Reliability?

When your car breaks down and you’re stranded, who is the first person you call? Would you rather call your flaky friend or the reliable friend who will drop everything and come and help?  

Regardless of context, reliability has the same meaning.  When vetting the strength of a conferencing provider, especially from the IT perspective, reliability is one of the most important factors in the decision making process.  You’d want the reliable friend versus the flaky friend!

The whitepaper, “Six Steps to Successfully Selecting an Audio and Web Conferencing Provider” provides insight into what should be considered in the selection process:

web conferencing reliability Free Doesn’t Mean Reliable

Sure, there are free conferencing providers. But SMB’s tend to cobble a bunch of these different technologies together, in an attempt to create a single solution. Often, this doesn’t work as it creates more frustration and higher expenses for the IT team. And because of the nature of “free” many of these services do not come with robust integrations, everyday customer support, and the reliability typically associated with pay services.

Impact to IT Infrastructure

A conferencing service should not overload your system, and cause excess work for your users. It should work virtually anywhere, and support multiple operating systems and browsers, mobile environments and more. Services requiring external downloads and updates can have a negative impact on your users.  

Security

The security of your system is important to both you, and the user.  Make sure that only the correct people have access to your meeting information. Choose a provider that employs multiple layers of security to protect this information with the ability to grant privileges as needed, and secure data centers for storing your content.  

Service Reliability

Don’t forget to consider the uptime of your web conferencing service. Extended and consistent outages are a point of concern. Additionally, consider capacity and bandwidth, as your provider should be able to support a large number of attendees regardless of the time, day or year.

Remember, your reputation is at stake. If you have a service that requires external downloads, is subject to long outages, is difficult for your customers to use, then this will ultimately reflect back on you. Choose a provider that helps you look good…and not someone who you’ll end up apologizing for in the end.

ReadyTalk provides services on all this and much, which you can read in further detail in this whitepaper.

How important is a reliable service to you? Let us know!

Six Ways to Add Social Media to Webinars


Social media and webinarsTo maximize the connections and increase collaboration started by webinars, you’ll want to integrate social media as much as possible to create a well-rounded presence. Read on to learn six simple ways to integrate social media with web conferencing:

1 – Set up a branded profile on multiple social media channels, inviting others to register for the webinar, ask questions and share before and after the webinar. This helps to create a central “meeting space” where participants can easily get in touch with you, get reminders of the event, and gain access to your conference services.  

2 – Add an event section to your business or professional blog and generate a series of posts about the webinar topic before the event, announce the webinar registration, then address questions after the event. This can be a great way to encourage the exchange of ideas through blog comments, and it can give you additional points to cover during the actual webinar.

3 – Brand your presentation slides and materials with all your professional social media logos. You want to make sure that all web conference participants know that you are active on social media and that it’s OK to connect with you there.

4 – Send meeting participants a link to the webinar that includes social media URLs. If you are sending out a webinar invitation, add your social media near the bottom and ask others to follow you and ask questions.

5 – Assign a unique Twitter hashtag (#) and provide a way for web conference participants to talk, connect, and share in real time. This is a way that the best social media marketers get the conversation flowing and have access to participants in the hours and days following the virtual meeting.

6 – Use social media to thank participants for attending, send accompanying materials, offer incentives, and maintain contact. Your participants took time out their busy lives to listen to you, so reward them with exclusive access to information and your sincere thanks.

Any virtual meeting can be enhanced by the use of social media tools. Take advantage of all the resources available to you and grow your social networks as often as possible.

How does your organization use social media in conjunction with webinars?

10 Tips for Marketing Your Webinars


marketing webinarsMany companies spend weeks creating a webinar, only to end up presenting it to practically no-one. The lack of attendees isn’t necessarily to do with the quality of the webinar. Sometimes the event just hasn’t been marketed properly. Read on for some pointers on how to market webinars more effectively.

1.    Create a dedicated page on the company website. Build a page where all upcoming webinars can be listed. For each webinar, include details such as price, the names of the presenters and the topics that will be covered.

2.    Blog about each upcoming webinar. A company blog is a wonderful tool for promoting anything and everything. Whenever there’s a webinar coming up, write a blog post about the topic it’ll be addressing. The post should mainly consist of tips related to the topic, briefly mentioning the webinar at the beginning and the end.

3.    Spread the word on social media. As the tech-savvy will be comfortable with the idea of web conferencing, it makes sense to market webinars on social networks, the natural habitat of these people.

4.    Submit guest items to a magazine’s news section. There’s no need to pay for advertising space in the press. Ask niche magazines for a regular spot in their news section to tell readers about upcoming webinars.

5.    Use the same blurb everywhere. The most effective marketing strategies are the most consistent. For each webinar, make sure the various promotional blurbs to be published on social media sites, on the company site, on the blog, in magazines and so on, have the same wording.

6.    Play on people’s fears. Make sure the blurb identifies a problem specific to the target market and then explains how the webinar will suggest actionable solutions for that very problem.

7.    Set up cross-promotion agreements with similar companies. Offer to promote other organizations’ products in exchange for them promoting the webinars.

8.    Show off past webinars. To let leads see and hear for themselves that the webinars are worth attending, post recorded clips from past sessions on the company website.

9.    Introduce discounts for first-time attendees. People who are persuaded to try something once will often become repeat customers if they like it. Give leads a discount off their first webinar.

10.    Offer incentives. Give something away to each person who books a place at the webinar. The free product could be an e-book the company has published, a short e-course or a unit of branded merchandise such as a pen or a mug.

Each one of these marketing methods is free, or at least won’t cost the business much. Play around with them to find out what best suits the company and what leads are most likely to respond to. Once a winning marketing strategy has been found, the company’s webinars will never be the same again.

How do you promote your webinars?